McVitie’s has launched its new masterbrand campaign, “Sweeter Together”, with an advert premiere on national TV.

Sarah Heynen, vice president of marketing at Pladis UK & Ireland, the snacking company behind McVitie’s, said: “We know that despite being more connected than ever before digitally, we’re drifting further away from those real human connections that can mean the most. That’s why we’re so excited about our new ‘Sweeter Together’ campaign; because it has a very real message about the importance of togetherness. And we truly believe McVitie’s enables these moments every day.”

A second advert, ‘Brows’, will air later this year as part of the campaign.

As part of the launch, a major in-store promotion will be running across all McVitie’s biscuits. Consumers will have the opportunity to win prizes including dream family holidays, weekend breaks and family days out. To enter, shoppers must buy any packet of McVitie’s biscuits and text ‘sweetertogether’ to 66644 to find out if they have won.

The campaign has also been extended to convenience retailers for a chance to win £1,000. First retailers can request a Win Big Together POS kit from They must then build a high-impact display that makes buying easy for shoppers and send images of the display back with a chance to win. In wholesale depots, the campaign will be executed through high impact displays and point of sale driven by the field sales team at Pladis.